Nivea: YOU WOW TV

Credits & Description:

Category: Best Use of Branded Content
Advertiser: BEIERSDORF
Product/Service: DEODORANT SPRAY
Agency: HORIZON DRAFTFCB
Date of First Appearance: Apr 26 2010
Entrant Company: OMD, Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.nivea-me.com
Manager: Layal Takieddine (OMD)
Account Director: Dina Saadeh (Horizon FCB)
Media placement: Online - NIVEA Angelstar Microsite - 26/04/2010
Media placement: Social Media - Facebook - 26/04/2010
Insights, Strategy & the Idea
Despite one- in- two people across the Middle-East being aged under 24 there are few brands catering to young people when it comes to cosmetics & toiletries products– especially teenage girls.
Spotting this opportunity NIVEA developed ANGELSTAR - a complete range of cosmetics & toiletries products designed specifically for young girls.
The challenge was to launch new NIVEA ANGELSTAR, communicate its ‘Wow-effect’ brand essence and make it the favourite cosmetics & toiletries range amongst teenage girls.
Finally, we took over entire ad breaks on television and aired the winner’s story through a 3 minute short- film (a media first in the Middle-East).
Creative Execution
Through research we found that although teenage girls considered beauty and fashion a real passion point, no mainstream media channel was offering entertainment catering to their needs.
In response we created a branded web-series called ‘You Wow’, centred around a competition to find the next NIVEA ANGELSTAR model.
In each episode, our presenter and brand ambassador ‘Rita Hayek’ became NIVEA’s Beauty Expert, exploring the fashion and beauty habits of five contestants, before undergoing a WOW makeover!
Hosted on a NIVEA ANGELSTAR microsite, we also ran additional content such as photo galleries, contestant profiles, competitions, fan forums and polls to find the winner.
TV, Facebook, search engine marketing, cinema, sampling and ambient media were also used to create dialogue and drive teens to the site.
Results and Effectiveness
The branded web- series attracted 70,000 unique visits to the microsite and 1m+ votes were cast to find our winner and new face of ANGELSTAR.
Within 5 months, the range achieved a 15% share of the market and contributed a 36% growth to the category.
NIVEA ANGELSTAR is now the number one selling female deodorant spray in Carrefour hypermarket.
Finally, sales were so overwhelming that ANGELSTAR achieved 116% of its yearly target by August.